American Apparel slammed over 'sexist' Back to School advert featuring girl bending over in mini-skirt

Critics said the controversial retailer has sunk to "a new low" with what amounts to "underage porn"

Suggestive: This image was posted on the brand's Instagram account but later deleted

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Controversial clothing retailer American Apparel has come under fire over its new Back to School range which critics have branded 'sexist'.

The brand - known for its provocative campaigns - features a model bending over in a plaid mini-skirt with her underwear visible in its latest range.

London-based feminist blogger anygirlfriday slammed the images - of which similar versions were posted on Instagram and the retailer's website - as 'rampant sexism' and 'fuelling Lolita fantasies' .

Others described it as "disgusting" and "a new low" for the company.

One wrote: "Never thought American Apparel would need to resort to porn to sell. Underage porn nonetheless. Shameless."

The Instagram post has now been deleted following a torrent of criticism.

Other ads in the Back to School range - which has the tag line 'your first assignment is to dress accordingly' - feature young models wearing 'Lolita' skirts.

Lolita refers to the classic novel by Vladimir Nabokov a man's obsession with a 12-year-old girl.

American Apparel is no stranger to controversy - having been repeatedly criticised for overtly sexual advertising.

Controversy: American Apparel has been sanctioned by the Advertising Standards Authority before

Last year, the brand was rapped by the Advertising Standards Authority (ASA) for an ad featuring a female model on a bed wearing a woolen jumper but seemingly nothing on her bottom half.

The ASA upheld two complaints and deemed the advert 'voyeuristic' and 'sexually provocative'.

In 2012, the regulator banned an American Apparel advert which appeared in Vice magazine because it said the young female model appeared to be under 18 years old and therefore "appeared to sexualise a child".